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DESTINATION MARKETING PRINCIPLES
Marla Roe, CDME - Visit Frisco
and
Dan Quandt, CAE, TDM, CTE, CSEE
Welcome
Introductions
Name
Position and organization represented
What do you hope to get out of this session
Review of material
Break
Complete review of material
Q & A
Acronyms
History of DMO’s
Purpose, Structure and Funding od DMO’s
Hotel Occupancy Tax
Marketing, Advertising & Promotions
DMO Sales & Services
Resources & Relevancy
Leadership & Stakeholders
Measurements of Success
Texas Association of Convention and Visitors Bureau (TACVB)
TACVB DMAI TTIA HSMAI THLA MPI CMP
ABA ACOM ASAE ASTA CVB EDC HOT
DFWAE NTA FIT IAAM IAME MTW NRA
GLAMER OMCA PATA PCMA RMA SGMP SITE
SMERF TACO TCCE TCMA TEDC TFEA TFC
TIA TOWA TRA TxDOT TTRA TUFC USTOA
ADR ROOI PSA CEO CRME SHDM CHSE
CHME DMAP CDME PDM CTIS TSAE CTA
SWAT SOP SITE CCTC CFCC CHE CTM
CTP FAA GIT PR SHTW IAMTM IT
MAP MARS OHG PATA PCMA SMERF TDM
• CDME – Certified Destination Management Executive
• CMP – Certified Meeting Professional
• CAE – Certified Association Executive
• CSEE – Certified Sports Event Executive
• TDM – Texas Destination Marketer
• CTE – Certified Tourism Executive
• CTIS – Certified Travel Industry Specialist
• CSM – Certified Sales Manager
• CTA – Certified Travel Associate
• CMM – Certificate in Meeting Management
• FCDME – Fellow Certified Destination Management Executive
• DMAP – Destination Marketing Accreditation Program
DMO’S = Destination Marketing Organizations
Convention & Visitors Bureau
Convention & Visitors Council
City Convention & Visitors Authority
Choose Chicago
Destination DC
Discover Las Vegas
Visit Wichita
San Francisco Travel
Tourism Richmond
Visit Lubbock
Marketing Arm of Destination
Brand Managers
Advocate for the Destination
Service and Host Events
To Educate
(CONT)
(CONT)
Create Events
Solicit Group Business
Voice of the Visitor
Product Development
Historic, Cultural & Recreational Opportunities
Economic Impact = Quality of Life, Sustainable City
Not-for-profit - 501(c)(6)
City Department
Chamber or Chamber Affiliate
For-Profit
County or Regional
2.4%
3.5%
21%
23%
50%
0 10 20 30 40 50 60
Quasi-governmental/Other
County Government
Non-Profit
Chamber of Commerce
City Department
Primary = HOT Tax
Alternative Funding Sources
Membership Dues
Booking Engines
Corporate Sponsorships
Event Hosting
Product Sales
Advertising Revenues
Co-op Programs
Marketing Fees
Tourism Business Improvement Districts (TID’s)
$$$$ vs. %
Others
HOT tax funds are to be spent on authorized uses as set by the
municipalities.
In Texas the funds are strictly state mandated on how they may be
spent by a municipality and must fit into 1 of 9 categories
Regardless HOT funds must be spent in a manner directly
enhancing and promoting tourism and the convention and hotel
industry - thus brining economic impact to your destination.
The “Two-Part Test”
Will the spending of the HOT funds put “heads in beds”, in other
words, will the funded project using HOT funds likely attract
overnight visitors to the city hotels and motels thereby promoting
the city’s hotel industry; and
Does the expenditure of the HOT funds fit into the 1 of the 9 uses
authorized by Texas state law?
The 9 categories
1. Convention and visitor centers
2. Convention registration
3. Advertising of the city
4. Promotion of the arts (15% cap)
5. Historical restoration and preservation (15% cap)
6. Sporting events in a county under one million in population
7. Enhancing or upgrading existing sports facilities of sports fields (only in certain cities)
8. Tourist transportation systems
9. signage directing the public to sights and attractions that are visited frequently by
hotel guests of the city
Must fit one of the areas we just talked about
Who is the audience for this event?
Must provide financial income/expense statements
Marketing plan
How is the event being promoted?
How will the finds be used?
What hotels do you have a room block at?
Location of event?
Must provide links to DMO website
Hotel pick-up reports and zip codes after the event
Assess your DMO’s Responsibilities
Each community has a unique approach
Assess your community’s tourism assets
Strengths, weaknesses, opportunities, threats
Create Destination Marketing & Business Development Plan
Use the TACVB Resource Library, industry peers or counterparts from your
area
What is your Vision Statement?
What is your Mission Statement?
What are your Strategic Goals & Objectives?
What steps will help you get there?
Who will help you get there?
Objectives
Strategies
Tactics
Responsibilities
Timeline
Follow-up / Review
Chamber of Commerce Arts Councils
Main Street Hotels/lodging
City leadersEconomic Development
Organizations
Parks Elected Officials
Museums & Attractions Other?
Business Travel / Groups
Associations
Education Governmental
Corporate
Special interest (Medical, Veterinary, Engineering etc.)
Partnership Opportunities
Team Texas
Cities of the Big 12 / SEC
Regional / Local
Others?
SMERF
Social
Military
Educational
Religious
Fraternal
And other similar markets (Hobby etc.)
Niche Marketing
Alumni
Nature - Birding, fishing, boating
Culinary
Agri-Tourism / Eco-Tourism
Family reunions
Film, TV and still photography
Golf
Retail
Weddings
Others?
Leisure Tourism
Define and know your brand/product
Research and identify potential markets
Group tours vs. leisure travelers
VFR - Visiting friends and relatives
FIT - Frequent individual travelers
Sports tourism
Festivals and Events
Sports Tourism & Events
Local resources
Youth / adult amateur
Junior Colleges & Universities
Parks & Recreations Department
Community leagues and associations
ASA / TAAF /USSSA / NAIA
Partnership Opportunities
Cities of the Big 12, NCAA, SEC
Regional / local
Team Texas
Create your own events / tournaments
TxMET & MINT
Trade shows/Team Texas events
Sales calls & sales blitzes
Association memberships
TSAE, MPI, RCMA, SGMP, HSMAI etc…
Internet mining
“Backyard Marketing”
Buy list
Local leaders / organizations
Registration services
Welcome bags, VIP baskets, door prizes
Event hosting / sponsorships / incentives
VIP welcome from city leaders
Maps
Photos
Shell brochures
Promotional items
(CONT)
(CONT)
Promotional mailings
Planning assistance for offsite activities
Post meeting reports (room pick up and other service reports, surveys)
Corporate social responsibility programs / tourism gives back
Charge for servicing?
Tied into room nights?
Visitor Centers
Community information
State & regional information
Affiliate information
Mobile visitor information centers
Request fulfillment
Reader responses to ad placement
website / phone call requests
Social media & email marketing
Tour Groups - motor coach, church, student, etc..
Step-on tour services
welcome bags
Itinerary planning
VIP welcome and interactions
Check in reception
Baggage handling
Others?
MarketFood &
ActivitiesLodging Totals
Business $84.95 $137.91 $222.86
Convention $64.17 $143.51 $207.68
Sports $58.39 $100.34 $158.73
Leisure/General $66.89 $119.02 $185.91
Motorcoach $3,800 - $12,480
$35,000,000 $34,000,000
$149,000,000
$163,000,000 $159,000,000
$149,000,000
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
2017 2016 2015 2014 2013 2012
$11,000,000 $11,000,000
$50,000,000 $50,000,000
$47,000,000
$44,000,000
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
2017 2016 2015 2014 2013 2012
$300,000 $300,000
$3,300,000
$3,500,000
$3,300,000
$3,000,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
2017 2016 2015 2014 2013 2012
$1,600,000 $1,600,000
$7,500,000
$7,900,000
$7,600,000
$7,100,000
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
2017 2016 2015 2014 2013 2012
300 300
1600 1600 1600
1500
0
200
400
600
800
1000
1200
1400
1600
1800
2017 2016 2015 2014 2013 2012
1. https://travel.texas.gov/travel-research/economic-impact/
2. Click on Interactive Website
3. Click on Click Here or on thumbnail for interactive data access
4. Select
Region
County
House or Senate District
Metro Area
City
46% 42% 39% 38% 34% 33%
41% 47% 45% 51% 57% 57%13% 11% 16% 11% 9% 10%
0%
25%
50%
75%
100%
125%
Personnel Programs Admin.
PersonnelAll
RespondentsTexas
Total Personnel
Cost37.13% 38.53%
Total Program
Expenses51.46% 51.90%
Total
Admin./General
Oper.
11.47% 9.92%
Market All Respondents Texas
Meetings &
Conventions25.52% 31.14%
Sports/Events
Market14.83% 11.5%
Travel Trade 9.9% 3.73%
Leisure 53.26% 51.11%
Other Market
Sectors19.02% 26.60%
Department Staff %
Marketing &
Communications25%
Convention Sales 18%
Visitor Services 13%
Sports / Event Markets 7%
Travel Trade 5%
Convention Services &
Housing5%
Membership Services 4%
General Administration 23%
Knowing and Understanding Your Product First
What does your destination have to offer the conventions and meetings market
Convention Hotels
Convention Center
Air Service
Local shuttle service
Off site venues
Free Wi-Fi
Free parking
Knowing and Understanding Your Market
Who Visits Your Destination?
Who Looks at Your Website?
Based on Research / Google Analytics
What are Your Feeder Markets?
Identify the Groups That are Most Likely to Come to Your City:
A Meeting or Tour
Festival, Event or Recreational
Vacation or Weekend Get-A-Way
Corporate Travel
Travel Shows and Marketplaces
Group/Business
Southwest Showcase
Rejuvenate
Collaborate
Connect
Religious Conference Management Association
Fraternity Executives Association
Meeting Professionals International
American Society of Association Executives
Society of Government Meeting Planners
Others
Travel Shows and Marketplaces
Sports
TEAMS
NASC
SportsLink
Connect Sports
Consumer Shows
Travel and Vacation Shows
RV, Boat and Outdoor Shows
Military Shows
Garden Shows
Other Consumer Shows (Women’s Expo, Home and Garden)
Albuquerque International Balloon Fiesta
Travel Shows and Marketplaces
Traditional Media
Print Collateral
Billboards
Editorial Placement
Newspapers, Leisure & Trade Publications
Radio
Television
(CONT)
(CONT)
Digital/Electronic Media
Internet
Email Marketing
Podcasts
Social Media
Facebook, Twitter
Flickr, Pinterest, Blogs, LinkedIn, Instagram, YouTube, Snapchat, Key Influencers,
Bloggers, etc…
Board - Advisory or Governing?
Who is on the board and why
Working with Councils and other Funding Partners
Committees
Economic Development
Community Partners Policy
MOUs
Booking Policies
Research Issues
Destination and Brand Management
Measurements and Tracking Success for
Conventions / Meeting Sales:
Is it Just Heads in Beds?
Measurements and Tracking Success
Room Nights - Still Important?
Sales Efforts…
Marketing Campaigns
Familiarization (FAM) Trips / Site Inspections
Servicing / Total Attendance
Use Data & Research - STR, Source Strategies, Dean Runyan, PKF, Tourism Economics
DMAI Event Calculators
Others?
Standard DMO Performance Reporting - DMAI
Measurements and Tracking Success
Room Nights
Sales Efforts
Advertising /Marketing Campaigns
Media
Visitor Inquiries
Trade Shows Attended
Intercept Surveys
Others
New Leads Sent
Press Kits Distributed
In-Kind Media
Articles Generated
Website Analytics
Travel Writers Hosted
Public Speaking
Blogs
Social Media Analytics
Other?
Other DMOs
The Person Sitting Next to You
Find a Mentor
Resource Libraries
Texas Hotel Lodging Association
Texas Travel Industry Association
Industry Consultants
Destination Marketing Association International
Texas Association of Convention and Visitor Bureaus
Destination Next Study
Advocacy Tool Kit
Compensation Studies
Organization & Financial Profile Study
Standard DMO Performance Reporting
DMO Uniform System of Accounts - Standard Financial Reporting Practices for DMO’s
DMAP Accreditation
Education Opportunities
Etc…
Open to Texas and Non-Texas DMOs
Educational Opportunities
www.tacvb.org
Resource Library
Team Texas Co-ops
Networking
TDM - Educational Tracks
Marla Roe, CDME
Executive Director
Visit Frisco
www.visitfrisco.com
Dan Quandt, CAE, TDM, CTE, CSEE
Vice President
Amarillo CVC
www.visitamarillo.com
